Analysis And Evaluation Of Market Demand For Amari Kartini 's Luxury Goods And Jewellery

In this report I will analyse Country Road Clothing Company (CR) and the CR customer. Specifically, I will be analysing the marketing environment and Country Road’s approach to this environment and how CR market to their customers. I will look it why the marketing in Australia is so successful but how this same success was not translated in overseas markets. I will also discuss the different macro and micro environmental influences to this failure in the U.S. markets and make recommendations on how CR might have learnt from previous marketing mistakes and show how they are striving for success in the future.

This expansion demonstrates how the luxury industry is now run by massive corporations whose focus is only on growth, visibility, brand awareness, advertising, and most importantly, PROFITS! With growth and expansion, has come a decrease in quality and rarity. The luxury garments produced are mostly not handmade but are even outsourced to large factories in places such as China and Turkey. Also, to meet quarterly turnover projections, “designers churn(ed) out increasingly trendy collections of clothes, handbags, and shoes.” (Thomas, Pg. 246) With hundreds of new stores around the globe the surplus of designer labeled merchandise is immense hence, the proliferation of outlet malls.

My God, am I such a jewelry fanatic! I knew as soon as I saw jewelry I had to write about it. Jewelry is something women and men but mostly women tend to adorn themselves with to either show stature, beauty or just to feel special about themselves. The Jewelry gives a lot of details on where it was made and the interesting designs on the necklace and earrings. Also, because it’s made of real gold and silver any women would be honored to wear such an amazing work of art.

From consumer’s perspective, the motivation of their purchasing high-end products is complicated. According to the report of Mintel (Academic.mintel.com, 2013), which showed that the reason why a large number of customs have purchased luxury merchandise in UK. There were 44 percent of female interviewees and 48 percent of male interviewees bought high-end goods due to the good quality. In addition, 31 percent of men and 18 percent of women consider the sophisticated technique

To the untrained eye, a ring is just a piece of jewelry. There is little to no appreciation for how its made or how valuable it is, just as long as it glistens and glows. To jewelers, the untrained eye is a menace, as a man buying an engagement ring will not care about the carats or the uniqueness of the piece, as long as it ‘looks like Beyonce’s.’ While jewelers are making pieces with unpopular gems and metals at excessive prices, salesmen struggle to sell these, as what is popular is what sells. To combat this wave of uninformed, trend-obsessed consumers, Jewelers’ Circular Keystone, a trade magazine whose audience is jewelers and salesmen, features content relating to the current status of the jewelry industry, as it changes seasonally. Keeping up with the times is imperative when working in jewelry, and as time changes so must JCK. In this trade magazine,

Luxury is uniqueness, attitude and ethnicity. Internet is purely a medium of communication for Luxury brands. The industry has been showing less dedication towards integrating complex technologies and its associated interactive and digital tools in marketing and overall commerce strategies. There is also a push to be present on the internet to evolve consumer needs and expectations. The initiation of internet as a universal supply channel provided an unparalleled medium by which to boost brand awareness and recover market share. This proposal provides an outline for exploratory research in sustaining the luxury brands online. The study overlaps research findings on internet marketing and consumer behavior for luxury brands.

An increasing economic interdependence of national economies across the world experiences a rapid cross-border movement of goods, service, technology and capital. Luxury goods industry, serve as one of the most competitive industry, emerging and developing rapidly all the time. To a great extent, globalization promotes the development of luxury goods industry significantly in spite of the big shock hit by several times of economic crisis.

In summation we see that in today’s society we have dropped a lot of the religious significance to jewelry and now use for decorating and making one

Luxury goods industry based on high quality goods with high price along with brand recognitions, as customers need to feel good about spending their money.

This behavior brings competitive advantages to the European luxury brands. Moreover, customers in different countries have different purchase behaviors. For instance, some countries’ customers are willing to move away from common recognized brand, because they want to purchase more exclusive products. Furthermore, because of the increasing speed of globalization, people are more likely willing to travel between different countries. These travelers will buy luxury good during their trips. In fact, Chinese tourists contributed over one third of sales in Europe. The luxury goods industry should notice to adjust the actual demand between local people and tourists in Europe

The overall sales of luxury goods in the year 2009 is expected to be more than US$150 billion and Asia contributes 10% to it. The concept of luxury is now not confined to only to Europe and US, the Asian subcontinent contributes majorly to it, with India and China as the newly emerging markets. Professor James Twitchell (2002) comments on the democratization of luxury and the changing consumer psychology These new customers for luxury are younger than clients of the old luxe used to be, they are far more numerous, they make their money far sooner, and they are far more flexible in financing and fickle in choice. They do not

The environment and market description will be developed following the model of the SWOT analysis, except for the Strengths and Weaknesses part which will not be included in this description. To begin with, MarketLine (2015) provides an insight into both opportunities and threats that affect Louis Vuitton’s expansion strategy. Regarding the opportunities, Louis Vuitton has been recently facing an increasing demand for luxury goods in Asia, especially in China and India; and there is a positive outlook for the global fragrances market (MarketLine, 2015).

Middle class is booming worldwide and with prosperity comes consumers ' desire to show that they are doing well, therefore super brands like Danish Pandora and British Signet also called “category killers”, has stormed the global jewellery market where there is money to fight for. Pandora competes in affordable luxury segment, which in 2009 totalled 83 billion USD, equivalent to approx. 57% of the total market for fine jewellery. Affordable luxury still gives consumers the feel of stardust.

In 2013, 36% sales in the US, 21% sales in Europe, 16% sales in Japan, 11% sales in China

Social factors do have a profound influence in the industry and the market. Industries have to evolve with the change in living standards and income level of the consumers. As per the World Bank specification, UAE is classified as a ‘High income and Mid-sized populated ' country. The local market has not grown to the required level compared to the other high income group economies, which attracts a substantial percent of expatriates to invest in the local market. High Standards of